Morrisons found its Halloween monsters in the fresh produce aisle

Avocados become “Monster Eyes”. Carrots turn into “Zombie Fingers”. A red pepper becomes “Screams”, priced at 70p each.

For Halloween 2026, Morrisons and Leo UK created “Market Street Monsters”, an outdoor campaign that finds spooky characters in everyday fruit and vegetables.

The work uses still-life photography to give familiar ingredients a seasonal identity. Morrisons’ green background, yellow price labels and “More reasons to shop at Morrisons” sign-off keep the supermarket recognisable across the executions.

Familiar ingredients get unfamiliar names

The campaign’s starting point is the produce itself. Its shapes suggest the characters, while the accompanying names invite viewers to make the connection.

That gives each execution two quick things to communicate: a Halloween joke and an ingredient available at Morrisons.

The names do much of the creative work. “Zombie Fingers” makes carrots part of a horror scene, while “Monster Eyes” gives avocados a different personality. “Screams” turns a pepper into something expressive.

The approach keeps the seasonal idea close to the products on sale. Each monster remains a recognisable piece of fruit or veg.

Price stays part of the picture

The yellow labels give the campaign a clear retail purpose. Viewers can recognise the joke and see the price within the same composition.

Against the green background, the produce remains the main visual subject. The limited number of elements makes the relationship between photograph, name and price easy to follow.

That matters for outdoor advertising, where an image may only receive a brief glance. The campaign asks for a small shift in perception: look at an ordinary ingredient and imagine a monster.

Morrisons’ existing visual identity holds those separate jokes together as a series.

Market Street joins the Halloween conversation

Halloween gives the supermarket an opportunity to present its fresh produce through a playful seasonal lens.

“Market Street Monsters” builds that connection from familiar shopping items. It gives the fresh produce range a role in the occasion and creates a reason to notice ingredients that shoppers already know.

The campaign runs across UK outdoor sites for two weeks through October 31, 2026. Zenith UK handled media planning and buying, with production by Publicis Production.

Its central idea stays consistent across the range: the next Halloween character might already be sitting in the vegetable aisle.

Credits

Brand: Morrisons. Advertising agency: Leo UK. Chief Creative Officer: Andy Long. Creative Director: Kimberley Gill. Creative and Designer: Rupert Knowlden. Planner: Rebecca Priest. Business Lead: Sophie Garrett. Account Lead: Jess Lakay. Agency Producer: Anna Matyasovszki. Media: Zenith UK. Media Planner: Megan Hughes. Production and Post-production: Publicis Production UK. Producer: Jo Hodge. Director of Photography: Myles New.